Snackpass

What Snackpass does

Snackpass, legally Not Just Snacks, Inc., is a San Francisco-headquartered software company that builds an integrated marketing and point-of-sale platform for quick-service restaurants. Founded in 2017 and originally launched at Yale University, the company has expanded across college towns and into metropolitan markets including New York City and Los Angeles, serving SMB restaurant operators primarily in the boba tea, fast-casual, and quick-serve verticals with a customer base that includes brands such as Xing Fu Tang, Ole Ole Burrito Express, Riceful, and Empanada Factory.

The platform is built on SnackOS, a proprietary operating system that unifies front-of-house (Dual Screen Register, Handheld Register, Self-Serve Kiosk, Tableside, SnackTV), back-of-house (Kitchen Display System, Label and Receipt Printing, Dashboard and Analytics, Stock App, Clock In/Out), consumer-facing (Mobile App, Online Ordering, Commission-Free Delivery), and engagement (Loyalty Program, SMS Campaigns, Live Chat and CRM) applications. The 2024 SnackOS 2.0 release added offline payment support and LAN printing. The company has also built or acquired AI-powered marketing services (content generation, paid advertising management, creator sourcing) using third-party AI providers, and acquired Sleek in November 2021 for wait-time prediction and line-skipping technology.

Snackpass operates a hybrid revenue model combining fixed monthly software subscription fees, variable transaction fees tied to gross merchandise value, hardware sales (registers, kiosks, peripherals), and an emerging AI-powered marketing services upsell. Pricing is not publicly disclosed but is quote-based, with a $250/month low-volume fee kicking in if GMV falls below $10,000 and early termination penalties tied to hardware discounts. Go-to-market combines product-led self-service for SMBs through app stores and direct enterprise field sales with hub offices in NYC and SF, supported by integrations with Stripe for payments, Uber Direct for delivery, and Deliverect for third-party platform connectivity. As of the input data, the company has raised approximately $92 million in total venture funding across Y Combinator, First Round Capital, Andreessen Horowitz, Craft Ventures, and General Catalyst, with a $400 million post-money valuation following the June 2021 Series B.

Name

Snackpass

Legal name

Not Just Snacks, Inc.

Website

https://snackpass.co

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Snackpass provides an AI-powered marketing and point-of-sale platform for quick-service restaurants, integrating ordering, payment, kitchen management, loyalty, and delivery on its proprietary SnackOS operating system for SMB operators across the United States.

Ownership category

akta.pro rank

Product category

Restaurant POS Software

NAICS

Limited-Service Restaurants (722513), Snack and Nonalcoholic Beverage Bars (722515)

SIC

Retail-Eating & Drinking Places (5810), Food And Kindred Products (2000)

akta.pro primary industry

Mobile Ordering, POS & Campus Dining Technology (EDALADAN)

Keywords

• Restaurant POS software
• Online ordering platform
• Marketing automation
• Loyalty programs
• Mobile order pickup

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Transaction/Commission Fees: Snackpass charges restaurants variable fees based on Gross Merchandise Value (GMV) of products sold through the platform, plus fixed transaction fees per transaction. This is the primary revenue stream from restaurant partner orders processed through the POS and online ordering system.
2. Software Subscription Fees: Restaurants pay fixed monthly fees for access to Snackpass software, hardware, and related services including POS software, SnackOS applications, and dashboard analytics.
3. Marketing Services: AI-powered marketing services including automated content creation, paid advertising management, and creator/influencer coordination. Restaurants authorize Snackpass to act on their behalf across channels and pay for associated fees and ad spend.
4. Hardware Sales: Snackpass provides POS systems, kiosks, mobile devices, weighing scales and other devices. Hardware may be purchased outright or provided as part of service agreements.
5. Delivery Services: Commission-free delivery integration, with Uber Direct as a delivery service provider. Snackpass facilitates delivery orders while passing through delivery costs to restaurant partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Snackpass operates an AI Marketing & POS Platform for restaurants, combining point-of-sale hardware and software, online ordering, kitchen display systems, loyalty programs, SMS marketing, and CRM in a unified cloud-based system. The proprietary SnackOS operating system unifies all restaurant applications including registers, kiosks, tableside ordering, and back-office tools. The company also offers AI-powered marketing services with automated content creation, paid advertising management, and influencer coordination for restaurant partners.

Product overview

Snackpass is an AI Marketing & POS Platform for restaurants offering a unified platform architecture that combines front-of-house ordering (Dual Screen Register, Handheld Register, Self-Serve Kiosk), online and mobile ordering (Online Ordering, Snackpass Mobile App, Commission-Free Delivery), back-of-house operations (Kitchen Display System, Dashboard & Analytics, Label & Receipt Printing), and marketing engagement tools (Loyalty, SMS Campaigns, Live Chat & CRM). The entire ecosystem runs on the proprietary SnackOS operating system, with applications including Register, KDS, Kiosk, Tableside, SnackTV, Stock App, and Clock In/Out. SnackOS 2.0 introduced enhanced stability, offline payment capabilities, and LAN printing support. Additional offerings include a Creator Program for restaurant-creator partnerships, and the company acquired Sleek in 2021 for AI-powered wait-time technology.

Differentiator

Problem solved

Functional benefit

Products and services

• Snackpass AI-powered marketing and POS platform for restaurants combining point-of-sale, online ordering, marketing automation, loyalty programs, kitchen display, and CRM in one unified cloud-based system. Enables quick-serve restaurants to manage front-of-house, back-of-house, and customer engagement through a single integrated platform with iOS, Android, and web applications.
• SnackOS 2.0 Major update to the proprietary SnackOS operating system offering higher stability, smoother daily operations, offline payment support during network interruptions, and LAN printing capabilities for restaurant operations.

Quantifiable outcome

• 54.8 million guests served across the platform
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability9 records

Feature13 records

Partnerships

Two partnerships are on record, tiered core.

• SleekcoreTechnology or Integration · 17 November 2021Acquired AI company known for dynamically-priced priority lane experience at high-demand venues. Technology enhances cashierless restaurant technology with improved wait time accuracy for line-free dining solutions.
• StripecoreTechnology or IntegrationPrimary payment processor for Snackpass restaurant services. Handles payment processing, billing, and financial transactions under Stripe Connected Account Agreement.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ChowNow: ChowNow is a commission-free online ordering platform for independent restaurants, directly comparable to Snackpass's commission-free delivery positioning. Both target independent restaurants seeking to avoid third-party delivery commissions and both emphasize direct customer relationships.
• Olo: Olo is a public restaurant e-commerce SaaS platform that powers direct online and mobile ordering for large chain restaurants. Closely comparable to Snackpass's online ordering, mobile app, and commission-free delivery offering, though Olo focuses on enterprise chains rather than SMBs.
• SpotOn: SpotOn provides restaurant POS, online ordering, marketing, and payments tailored to SMB and multi-unit restaurants. Highly comparable to Snackpass's all-in-one positioning, with similar emphasis on marketing services as an upsell layer on top of POS.
• Lightspeed Restaurant: Lightspeed Restaurant offers a cloud POS, online ordering, and payments platform for full-service and quick-service restaurants. Directly overlaps with Snackpass's POS and online ordering capabilities and serves a similar independent-to-mid-market restaurant segment.
• Toast: Toast is the leading restaurant-focused POS and operating platform in the US, offering integrated POS, online ordering, payroll, and marketing. Directly comparable to Snackpass on POS + online ordering + restaurant marketing, though Toast skews enterprise/multi-unit while Snackpass skews SMB/QSR/boba.

Emerging players

• GoTab: GoTab is a restaurant commerce platform offering POS, contactless ordering, and kitchen management with a focus on hospitality venues and food halls. Comparable to Snackpass on integrated POS + online ordering + kitchen operations, though GoTab focuses more on hospitality/stadium venues than QSR/boba.
• Bbot: Bbot offers online ordering, contactless menus, and payment solutions for restaurants and hospitality venues. Comparable to Snackpass on online ordering and the contactless/kiosk ordering experience, with overlapping target customers in independent restaurants and food halls.

Broad incumbents

• Block (Square): Square provides POS, payments, and a broad software suite to SMBs including restaurants. Its Square for Restaurants product directly overlaps Snackpass's POS + online ordering + delivery offering, but Square's SMB breadth, capital markets access, and embedded financial services make it a much larger incumbent.
• Clover (Fiserv): Clover is a SMB POS and commerce platform owned by Fiserv, distributed primarily through banks and ISOs. Overlaps with Snackpass on restaurant POS, payments, and online ordering, though Clover is broader (all SMB verticals) and benefits from Fiserv's payments and banking rails.

Others

• Deliverect: Deliverect is a food-ordering integration platform that connects restaurant POS systems to delivery and ordering aggregators (Uber Eats, DoorDash, Grubhub). Already integrated with Snackpass, Deliverect is an adjacent/partner rather than direct competitor, but operates in the same restaurant-tech ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/snackpass_
• Instagraminstagram.com/snackpass
• Facebookfacebook.com/snackpassco
• LinkedInlinkedin.com/company/snackpass

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds4 records

Investors18 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Snackpass